Linguistic strategies used by the Ministry of Health and Childcare in Zimbabwe to sensitise citizens on COVID-19

Abstract

This study explores the use of Shona and English in COVID-19 pandemic adverts by the Ministry of Health and Child Care in Zimbabwe. Specifically, the research establishes and explains the significance of linguistic strategies which were used by the Ministry of Health and Child Care when disseminating information to reduce the risk of COVID-19 infection, spread and management in the print media. The purpose of the study is to demonstrate that language use in this context is an act of cognitive manipulation where the reader is strategically coerced to take up the message. The study is a qualitative research enterprise and it used document analysis as the method of data collection. Data is analysed using Discourse Analysis and conceptual metaphor theory. The study established that the Ministry of Health and Child Care employed metaphors, slang, code switching, interrogatives, translation and borrowing to guide interpretation and conceptualisation of information in their adverts. The study concludes that by using these devices, the ministry exploits shared knowledge and then appeals to cognition through interrogatives to subtly garner support, manipulate opinion and manufacture compliance through the adverts.